CTV takes fall preview to the ‘skies’

The network is touring a mock jetliner set with a screening room to show off its new programming, which includes the aviation-themed Pan Am.

Bell Media-owned CTV has taken the theme of one of its fall shows, the aviation-centered Pan Am, to heart by launching a cross-country tour featuring a 10 x 20-foot mock jetliner.

Guests visiting the screening lounge at one of its nine stops across Canada will be given boarding passes and a sneak peek at the CTV fall lineup, with up to ten-minute previews of shows, including Pan Am, The X Factor, Whitney and Grimm.

The experiential campaign, which was designed and executed by the Bell Media in-house creative team, follows up last year’s fall preview which featured a Big Bang Theory sing-along, Rick Lewchuk, senior VP, the Bell Media Agency tells MiC.

“The campaign this year is unique in the vehicle (no pun intended) we are using, but taking shows out to people is nothing new,” he says. “It used to be done a lot more, I have been in this business for 30 years and we used to do this kind of thing much more in the ’80s. Experiential marketing is nothing new, it is just a good idea that has come around again.”

The Pan Am Screening Lounge touches down in Halifax from Aug. 19 to 21 at the Mic Mac Mall and travels west, making nine stops before landing in Toronto at the Vaughan Mills Shopping Centre from Sept. 23 to 25.

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[...] stunt was the second for the Bell Media-owned channel’s promotional campaign for the show. In August and September, CTV took viewers to the skies with a 10×20-foot portable jetliner previewing clips of Pan Am [...]